Nissan: Quit Smoking

Nissan’s “Quit Smoking” advert, cleverly disguised as a New Year’s resolution campaign, achieved viral success through its unexpected and powerful visual metaphor. The video’s simplicity and thought-provoking imagery sparked conversations and generated significant social media buzz, boosting brand awareness and positioning Nissan as a forward-thinking, socially responsible company. The video follows the Problem-Agitate-Solution (PAS) framework.

OBJECTIVES

• Promote the Nissan Leaf as a symbol of a cleaner, healthier future.
• Encourage viewers to quit smoking, linking it to environmental consciousness.
• Reinforce Nissan’s brand image as innovative and socially responsible.
• Generate buzz and discussion on social media platforms.

THE HOOK

The video opens with a robotic arm delicately holding a lit cigarette inside a metal cylinder. This unusual image immediately grabs attention because it’s not immediately clear what’s going on. The robotic element adds a futuristic, technological feel, hinting at innovation, while the cigarette foreshadows a message related to health or social responsibility. The contrast between the sterile environment and the burning cigarette creates a sense of unease and curiosity, prompting the viewer to continue watching to understand the message. The subsequent crushing of the cigarette and canister further intensifies the viewer’s curiosity and suggests a decisive action is being taken.

WHY IT WORKS

• Visual Metaphor: The crushing of the cigarette visually represents quitting the habit, a powerful and easily understood message.
• Unexpected Twist: The video initially appears as a simple anti-smoking campaign, but then subtly transitions into a promotion for the Nissan Leaf, an electric car. This unexpected connection strengthens the link between quitting smoking and embracing a cleaner environment.
• Simplicity and Clarity: The message is conveyed without dialogue, relying solely on powerful visuals and concise text. This minimalistic approach makes the message universally accessible and shareable.
• Emotional Connection: The video taps into the desire for self-improvement and a healthier lifestyle, motivating viewers to consider quitting smoking and making environmentally conscious choices.
• Social Relevance: The campaign aligns with broader societal concerns about health and the environment, increasing its shareability and impact.
• Strategic Timing: The campaign launched just after new year 2016, capitalizing on the time when people are most receptive to making positive lifestyle changes and New Year’s resolutions.

TAKEAWAYS

• Powerful visuals can speak louder than words.
• Unexpected connections can create intrigue and memorability.
• Social responsibility can be a powerful branding tool.
• Aligning with current societal values can amplify a campaign’s reach and impact.
• Simplicity and clarity are essential for effective communication.

KEY ELEMENTS

• Introduction (hook): Robotic arm holding a lit cigarette in a canister.
• Problem statement: Implicitly, the burning cigarette represents the harmful habit of smoking.
• Agitate: The robotic arm crushes the cigarette and canister as if eliminating the problem
• Solution (product/service): The Nissan Leaf is introduced as a symbol of clean energy and a healthier future.
• Benefits and features: Implicitly, the electric car is presented as a way to contribute to a cleaner environment and quit smoking.
• Call to action (CTA): “Quit Smoking in 2016” and the Nissan Leaf branding encourage viewers to consider both messages.